Alinta Energy Launches New Brand Platform ‘True Power’

Told through an animated world - created in partnership with BMF and Buck - the campaign, which is backed by one of The Verve’s best-known tracks, ‘Bittersweet Symphony’, outlines Australia’s journey to a renewable future and Alinta Energy’s role in getting to net zero.

‘True Power’ takes a clear and honest approach in talking about where Australia’s energy comes from. It explains that right now, a blend of different energy sources is required to provide Australians with energy that’s as reliable and affordable as possible.

The integrated campaign will roll out across TV, OOH, radio, and digital display.

Amanda Hagan, executive director retail markets, Alinta Energy, said, “We know that many Australians are confused about energy, and we hope this straightforward information and approach will help. We’re optimistic about Australia’s future and want to give Australians the information they need to make better-informed decisions when they choose their energy provider and use energy in their home or business.”

Stephen McArdle, CEO, BMF said, “While Australia hasn’t built enough renewable infrastructure to be able to switch off coal and gas energy sources just yet, we’ve partnered with Alinta Energy to create a long idea and brand platform that will leverage their commitment to educating Australians on how we’re going to get there.”